Saudis connect with brands via mobile

16 May 2014

RIYADH: Internet usage and social networking rates are already high in Saudi Arabia, but new analysis has identified a growing demographic segment which behaves in a significantly different manner from the average Saudi adult.

Authored by Shaharyar Umar from research firm Global TGI Kantar Media, the study logged the online activity of a mostly youthful group it described as "Always-On" connected consumers.

These were defined as people who accessed the internet every day via a mobile device, making up almost two-thirds (29%) of all Saudi internet users and as much as 72% of the 15-34 age group.

Brands engaged in mobile commerce have a "mammoth opportunity" to reach this group, the report said, because it found almost half of the Always-On segment purchased goods and services via their mobile devices.

They were also 72% more likely than the average Saudi internet user to access social networking sites while 36% of them did so via a mobile device.

Significantly, almost three-quarters (71%) of Always-On consumers have visited social media sites compared with 41% of all Saudi adults and they were also more active in their engagement.

A full 30% have visited a brand's page, 23% have commented on them, the same proportion (23%) have 'liked' or promoted a brand's page while 12% used the page to register a complaint.

These levels of engagement increased still further among Always-On consumers who used social media. Nearly half visited a brand's page while a third posted a comment or 'liked' and/or promoted the page, the report found.

It also noted they were about 70% more likely than the national average to use the internet to buy airline tickets or to book a holiday, and nearly twice as many used online banking (40% versus 23% of all adults).

Similarly, Always-On consumers were twice as likely to make online purchases with a voucher (8% versus 4%) and over half (57%) had read a blog.

With 75% of the Always-On group saying they valued websites that allow input from their users, the report concluded that sites that "allow users to engage, express and communicate will have success" in Saudi Arabia.